Get ready to witness a groundbreaking fusion of beauty and sports as e.l.f. Cosmetics teams up with the Toronto Maple Leafs for the innovative EYES.LEAFS.FACE. campaign. Launching this October for the 2024-25 NHL season, this unique partnership aims to celebrate inclusivity and empower women within the hockey community.
Kicking off during the Maple Leafs’ home opener on October 12, 2024, the campaign promises an exciting lineup of advertising, in-arena events, and engaging digital initiatives that highlight both e.l.f. and the beloved hockey franchise. With 45% of the Leafs’ fan base being female, e.l.f. recognizes a golden opportunity to connect with these passionate fans like never before.
“Partnering with the Toronto Maple Leafs, the most globally recognized hockey team, was a natural extension of our commitment to inclusivity,” says Patrick O’Keefe, Chief Integrated Marketing Officer of e.l.f. Beauty. The brand has long championed women in sports, supporting athletes and fans alike, and this collaboration is no exception. From the Big Game to the Indianapolis 500, e.l.f. is committed to amplifying underrepresented voices in various arenas.
As a supporter of initiatives like the Professional Women’s Hockey League and the Billie Jean King Foundation, e.l.f. is focused on democratizing access for both players and fans. The mission? To redefine the role of beauty in sports while empowering self-expression.
“We’re thrilled to welcome e.l.f. Cosmetics as a partner of the Toronto Maple Leafs,” says Kimberlee Welch, Senior Director of Global Partnerships, MLSE. “This collaboration unites two passionate fan bases for a groundbreaking mission: to promote inclusivity and celebrate the diversity of our hockey community.”
Stay tuned to the official social media channels of e.l.f. Cosmetics and the Toronto Maple Leafs for more updates on this exciting campaign that’s set to inspire creativity and community spirit among Leafs Nation! —Vita Daily
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